Case Study: Identifying carbon offsetting trends to promote positive sustainability choices

 

INDUSTRY – Aviation
EXPERTISE – Trends Tracking & Drivers Modelling

 
 
 

The Challenge

 

As the driving force in providing a carbon offsetting solution for businesses, the airline group needed to provide thought leadership on sustainability trends and concerns, to inspire collaborative innovation and action amongst its partners.

The Solution

 

A longitudinal study of frequent flyers was able to capture the shifting views and behaviours around environmental issues, allowing corporate partners to better meet the sustainability needs of the market. By understanding the drivers of future carbon offsetting intentions, the airline group was able to focus communications and improve the customer experience when booking “fly carbon neutral” flights.

frequent flyer longitudinal study and shifting behaviours

Services Provided

  • Segmentation

    Profiling differences in environmental beliefs of offsetters and non-offsetters

  • Tracking

    Identifying changes in carbon offsetting trends over time

  • Drivers Analysis

    Path model to illustrate the impact of each factor on intention to carbon offset flights

  • Value Proposition

    Measure demand for different environmental initiatives and causes

  • Strategic Reporting

    Insights informing the annual report for business partners

The Result

 

Through the airline group’s program, more than 40 businesses have offset emissions, and more flyers than ever choosing to “tick-the-box” to fly carbon neutral.